Click-through rate

Click-through rate (CTR) is the ratio of clicks on a specific link to the number of times a page, email, or advertisement is shown. It is commonly used to measure the success of an online advertising campaign for a particular website, as well as the effectiveness of email campaigns.^[1]^[2]

Click-through rates for ad campaigns vary tremendously. The first online display ad, shown for AT&T on the website HotWired in 1994, had a 44% click-through rate.^[3] With time, the overall rate of user's clicks on webpage banner ads has decreased.

^ American Marketing Association Dictionary. "Dictionary". Archived from the original on 2012-11-21. Retrieved 2012-11-29.. Retrieved 2012-11-02. The Marketing Accountability Standards Board (MASB) endorses this definition as part of its ongoing Common Language in Marketing Project.
^ Lorente-Páramo, Ángel J.; Chaparro-Peláez, Julián; Hernández-García, Ángel (2020). "How to improve e-mail click-through rates – A national culture approach". Technological Forecasting and Social Change. 161: 120283. doi:10.1016/j.techfore.2020.120283. S2CID 224908552.
^ Wasserman, Todd (9 August 2013). "This Is the World's First Banner Ad". Mashable. Mashable. Retrieved 11 September 2015.

[AMA-1] American Marketing Association Dictionary. "Dictionary". Archived from the original on 2012-11-21. Retrieved 2012-11-29.. Retrieved 2012-11-02. The Marketing Accountability Standards Board (MASB) endorses this definition as part of its ongoing Common Language in Marketing Project.

[2] Lorente-Páramo, Ángel J.; Chaparro-Peláez, Julián; Hernández-García, Ángel (2020). "How to improve e-mail click-through rates – A national culture approach". Technological Forecasting and Social Change. 161: 120283. doi:10.1016/j.techfore.2020.120283. S2CID 224908552.

[3] Wasserman, Todd (9 August 2013). "This Is the World's First Banner Ad". Mashable. Mashable. Retrieved 11 September 2015.

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